Tuesday, April 29, 2008
1. No more peace signals with the two fingers. When was the last time you saw anybody make this gesture, except at a bar signalling for another round.
2. No more visuals of 60s VW buses decorated with daisies. According to adverts today, you'd think that's what everyone drove in the 60s when, actually, they were so rare that when one passed you on the highway, you rolled (!) down the window gave it the peace sign.
3. No more shots of boomers playing golf. Surprise! Not every boomer flush enough to buy your product wants to be out on the green. This also goes for boomers climbing mountains. Why can't art directors think of anything else for us to do?
4. Enough with lines like The Generation That Refuses to Get Old. Aside from those of us spending way too much in cosmetic surgeon's offices trying to fend off Time (which, alas, fools no one as the same youthifying procedures don't exist for hands and legs, those telltale signs of actual age)--we're OK with getting older, which after all is better than the alternative.
5. Why do all models in print ads for boomers seem to be laughing hysterically, when the headlines are all so painfully earnest? Better idea: make the ads funny (we've got a sense of humor, remember); and let the models relax.
6. Speaking of models, when looking for a spokeshead, you can give us someone younger than we are without us thinking "Gee, that person is in his forties, so obviously the target for that product can't be me." As John Barker pointed out recently in a post on this subject in Ad Age, it's best to aim younger, not older with Boomers, just like it's smart to aim older when targeting kids.
And that's my contribution today to the world of advertising.